Who is Elijah

Who is Elijah is an Australian fragrance house founded in Sydney in 2018 by Raquel Bouris, who initially started the brand from a garage setup before growing it into an international operation. Multiple retailers and press sources describe it as a female-founded, independent fragrance brand, with Bouris serving as both founder and creative director. The company positions itself as a modern, minimalist perfume house with a focus on gender-neutral compositions.

The brand is based in Sydney, Australia, where its perfumes are hand-filled in small batches in a South Sydney facility, and it emphasizes vegan, cruelty-free production. Who is Elijah’s range is marketed as unisex, deliberately blurring traditional boundaries between masculine and feminine notes. Fragrances typically contain a relatively high perfume concentration of around 20-25 percent, aiming for noticeable longevity while staying at an accessible price point.

Over time, Who is Elijah has expanded from its Australian roots to international distribution, including partnerships with retailers such as Revolve in the United States and various beauty retailers in the UK and Europe. The collection includes scents like Nomad, Wall Street, Chemical Addiction, Morning After, Cherry Fiesta, Electric Soul, Ocean Eyes and Haze, which are often promoted with discovery sets that encourage layering and exploration. The house’s portfolio has grown steadily since its first release in 2018, with new launches continuing through the mid-2020s.

Public discussion around the brand includes both enthusiastic coverage in fashion and beauty media and critical commentary in fragrance communities, where some reviewers argue that several compositions closely resemble existing designer and niche perfumes. This mix of praise and skepticism has made Who is Elijah a visible case study in how modern indie perfume brands position themselves between originality, trend alignment and accessible pricing.